Consumers who sign up for the standard two-year contract can pick up the Moto X for $199.99. A one-year contract bumps up the price to $449.99. Paying month-by-month kicks it up to the full retail price of $579.99. And under AT&T's Next installment plan, you'll have to cough up $27 a month over a period of 20 months.

The Moto X is available in black or white, but buyers can customize it with different colors. Motorola's online Moto Maker tool lets you tweak your phone online before you buy it.

Tthe Moto X is powered by a 1.7GHz dual-core Qualcomm S4 Pro processor and uses a 4.7-inch 1,280x720 AMOLED display. The available storage is 16GB, though you can increase that to 32GB during the customization phase. A 10-megapixel camera is on the rear, while a 2-megapixel version is in front.

Verizon is expected to start selling the Moto X come August 29. The phone will also land at Sprint and US Cellular.